Content Marketing Blog

ad:tech Sydney: Post show round-up

ad:tech Sydney wrapped up yesterday after two days at the Sydney Convention and Exhibition Centre in Darling Harbour. It was a really interesting couple of days for us. There were some good panel discussions and presentations and it offered a useful insight into where the Australian market is right now.

There's clearly a lot interest in social media. Our presentation on the marketing opportunities presented by social media platforms drew a decent crowd and we had a lot of questions on the stand about leveraging Facebook and Twitter.

We also had a lot of people keen to get hold of the PDF and bookmarks, which will be going out shortly.

Some of our highlights…

There were some really good insights into fostering innovation at the late morning session on Track 1 yesterday. Panellists from Tribal DDB, Starcom, Emitch and Zuni were discussing how to create professional environments that encourage creative ideas. Typically, Apple came up rather a lot and the broad consensus was that as well as conducive processes, you also need your inspiring, maverick leaders like Steve Jobs.

Wednesday's rather provocatively entitled "There's no such thing as digital marketing" session had a useful core message. Brad Jakeman, CMO of Activision Blizzard, was highlighting the danger of focussing too much on the medium or the message at the expense of what you're selling. His company makes the Call of Duty video game series, which is renowned for its attention to detail and super slick production values. It's a good reminder at a show with a big digital marketing focus that a compelling product or service is your first step.

Google was obviously a big presence at the show, with the biggest stand and the Google theatre hosting a series of presentations on everything from the latest search trends to making better use of analytics. Daniel Alegre, Google's VP for Asia Pacific and Japan, had some interesting stuff to say about social media and how the likes of Twitter and Facebook had increased the overall amount of online activity. There's now no such thing as an offline campaign, as TV, print and display ads can get picked up and shared through social media.

Finally, we have to include our own speaking gig (these are our highlights after all). Social is creating a lot of buzz in Australia with organisations of types and sizes trying to work out how Facebook, Twitter and the like can become effective marketing channels. The general thrust of our presentation was that social media marketing has fantastic potential for engaging audiences, learning about your market and building brands. The rules though are very different to traditional platforms and it's important to be aware of that before launching into a campaign.

It's not long now until ad:tech Melbourne. We're all hoping for another good show down there. We'll be exhibiting and we also have another speaking gig.

Castleford